Chapter 10: Encouraging Customer Loyalty...4 © 2012 by Robert W. Lucas Trust and Customer Service •Customer loyalty •Trust and customer relationships

© 2012 by Robert W. Lucas

Chapter 10: Encouraging

Customer Loyalty

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Learning Outcomes

• 10-1 Establish and maintain trust with customers.

• 10-2 Explain customer relationship management and explain its importance to quality service.

• 10-3 Develop the service provider characteristics that will enhance customer loyalty.

• 10-4 Describe the provider’s responsibility for establishing and maintaining positive customer relationships.

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Learning Outcomes

• 10-5 Identify strategies that can be used to make customers feel like they are number one.

• 10-6 Discuss strategies that can enhance customer satisfaction.

• 10-7 Define quality service.

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Trust and Customer Service

• Customer loyalty

• Trust and customer relationships

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• The dimensions of customer trust and loyalty

– Experience

– Knowledge

– Deference

– Reference

– Glitz

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• Strategies for Building Trust

– Communication

– Display caring

– Be fair

– Admit errors

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– Trust your customers

– Keep your word

– Provide peace of mind

– Take responsibility for customer relationships

– Personalize your approach

– Keep and open mind

– Individualize service

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– Show respect for the customer

– Elicit feedback

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Customer Relationship Management

• What is CRM?

• CRM Concept

• Fostering relationships with CRM

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Customer Relationship Management

• The benefits of CRM

– Costs

– ROI

– Loyalty

– Profitability

– Targeted marketing

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Channel Partnerships

• The Role of Channel Partnerships

• Types of Channel Relationships

– Transactional

– Tactical

– Strategic

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Service Provider Characteristics

• Characteristics that affect customer loyalty

– Responsiveness

– Adaptability

– Communication skills

– Decisiveness

– Enthusiasm

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– Ethical Behavior

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– Taking initiative

– Knowledge

– Perceptiveness

– Ability to plan

– Problem solving ability

– Professionalism

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Making the Customer Number One

• Service churn

– Define

• Initial contact

• Rapport

• Identify/satisfy needs

• Exceed expectations

• Follow up

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Customer Service Strategy

• Increased satisfaction = increased profits

• Tips

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Customer Service Strategy

• Quality

– Define

• Total Quality Management (TQM)

– Define

Chapter 10: Encouraging Customer Loyalty...4 © 2012 by Robert W. Lucas Trust and Customer Service •Customer loyalty •Trust and customer relationships

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